{"id":580878,"date":"2026-04-13T03:10:18","date_gmt":"2026-04-13T03:10:18","guid":{"rendered":"https:\/\/www.newsbeep.com\/us\/580878\/"},"modified":"2026-04-13T03:10:18","modified_gmt":"2026-04-13T03:10:18","slug":"unilever-pushes-further-into-well-being-buying-nutrition-brand-gruns","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us\/580878\/","title":{"rendered":"Unilever Pushes Further Into Well-being, Buying Nutrition Brand Gr\u00fcns"},"content":{"rendered":"

\n\tLONDON<\/a> \u2014 Unilever<\/a>\u00a0isn\u2019t wasting any time transforming itself into a beauty and wellness<\/a> powerhouse following the merger of its foods division with McCormick & Co. last month.<\/p>\n

\n\tOn Thursday, the consumer giant said it has agreed to purchase Gr\u00fcns, a fast-growing gummy expert with a leading position in the greens supplement category in the U.S.<\/p>\n

\n\tThe terms of the deal were not disclosed.<\/p>\n

\n\tUnilever<\/a> said the acquisition is another step in steering its portfolio toward premium and high growth spaces, with a stronger focus on beauty, well-being and the U.S. market.<\/p>\n

\n\tFounded in 2023 by Chad Janis, Gr\u00fcns aims to make daily nutrient support \u201can easy, enjoyable ritual.\u201d<\/p>\n

\n\tJanis launched the company after recognizing that the supplement industry\u2019s biggest barrier was adherence. Gr\u00fcns has since become one of the largest brands in the U.S. greens supplement category, building a digitally native, culture-driven brand.<\/p>\n

\n\tJostein Solheim,\u00a0Unilever<\/a>\u00a0well-being chief executive officer, described Gr\u00fcns as a \u201cleader and true innovator in the greens supplement category. What sets Gr\u00fcns apart is its focused portfolio of science-backed products that people genuinely enjoy, trust and consistently use.\u201d<\/p>\n

\n\tHe added: \u201cThis combination of efficacy and experience is powerful, and together we see a significant opportunity to scale the brand within our well-being business.\u201d<\/p>\n

\n\tJanis, CEO of Gr\u00fcns, said: \u201cOur customers are the reason Gr\u00fcns exists, and this partnership is ultimately for them. With\u00a0Unilever\u00a0behind us, we can reach more people, move faster, and continue raising the bar on what an enjoyable daily wellness<\/a> habit can be.\u201d<\/p>\n

\n\tGr\u00fcns is distributed through retail and direct-to-consumer channels. It sells at Target, Walmart, Costco, Sam\u2019s Club, Sprouts, and online at\u00a0gruns.co.<\/p>\n

\n\tGr\u00fcns was founded in 2023 with a daily nutrient support gummy. Each daily serving is packed with more than 60 ingredients including organic fruits and vegetables, vitamins and minerals, and prebiotic fiber.<\/p>\n

\n\tIn 2024, the company expanded its portfolio with Gr\u00fcns Kids for children and N\u00fctrops for cognitive support. In 2025, it launched Imm\u00fcn for everyday immune system support and J\u00fcced for energy support.<\/p>\n

\n\tThe brand said it has 1 million customers and ships 10 million gummies every day, making it the top greens supplement on Amazon and in retail in the U.S.<\/p>\n

\n\tFollowing the announcement of the foods division merger with McCormick, Unilever is now moving at pace into the beauty and well-being realms.<\/p>\n

\n\tLast month Unilever said it wants to become a \u201cleading pure play\u201d home and personal care company, with 39 billion euros in revenues and a \u201csector-leading\u201d growth profile.<\/p>\n

\n\tThe company said that after the foods merger completes in 2027, it will operate across beauty, well-being, personal care and home care, \u201cwith leading positions in attractive categories, fast-growing geographies and channels through a portfolio of high-performing, innovative brands.\u201d<\/p>\n

\n\tUnilever owns brands including Dove, Vaseline, Paula\u2019s Choice and Liquid I.V., an electrolyte drink mix that became a billion-dollar brand in 2025, five years after Unilever purchased it. \u00a0<\/p>\n

\n\tLast month, Unilever said the foods merger marked another decisive step to reshape itself \u201cinto a simpler, sharper, higher growth company, built upon synergistic capabilities across science-led innovation, demand creation and operational execution.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"LONDON \u2014 Unilever\u00a0isn\u2019t wasting any time transforming itself into a beauty and wellness powerhouse following the merger of…\n","protected":false},"author":2,"featured_media":580879,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[61],"tags":[97,1150,269,65503,673],"class_list":{"0":"post-580878","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-nutrition","8":"tag-health","9":"tag-london","10":"tag-nutrition","11":"tag-unilever","12":"tag-wellness"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/580878","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/comments?post=580878"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/580878\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media\/580879"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media?parent=580878"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/categories?post=580878"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/tags?post=580878"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}